Sohni Traders - From Negative Revenue to Million-Scale Growth
Sohni Traders, a trusted FMCG company known for its flagship Frutamins line, had a strong offline reputation but a minimal digital footprint before partnering with Techie Digital. The brand struggled with low online engagement, an outdated website, and inconsistent customer interaction.
The goal was clear:
To reposition Frutamins as a leading consumer choice in the condensed milk category while building a scalable online sales ecosystem.
When Sohni Traders approached Techie Digital in December 2024, the brand was facing:
- Negative online revenue performance
- Weak digital identity
- Poor website experience
- Low audience engagement
- Limited brand recall in the digital space
- Heavy competition from established FMCG brands
Despite having strong product potential, the brand lacked a modern digital strategy capable of driving awareness, retention, and conversions.
December 2024 — The Turning Point
The initial phase focused on creative restructuring and audience attention.
Key Actions:
- Introduced compelling promotional artwork
- Improved brand communication tone
- Executed conversion-focused deals and offers
- Reworked audience engagement strategy
Impact:
- Increased audience interaction
- Better customer response rates
- Early uplift in online revenue generation
January 2025 — Full Digital Overhaul
Techie Digital completely revamped Sohni Traders’ online ecosystem.
Key Actions:
- Redesigned and relaunched the website ahead of schedule
- Improved UI/UX for better customer journeys
- Aligned website aesthetics with brand identity
- Optimized the WooCommerce experience for trust and usability
Impact:
- Improved customer confidence
- Increased browsing time and engagement
- Better conversion pathways across products
Gamification Campaigns
To increase repeat visits and engagement, Techie Digital launched interactive campaigns including:
- Champions Trophy-themed competition
- “Spin the Wheel” gamified feature
Results:
- Higher engagement rates
- Increased returning visitors
- Boosted online sales and participation
Sohni Traders expanded beyond digital through youth-focused activations.
Alpha College Activation:
- Uncle Gola’s branded food stall experience
- Direct engagement with students
- Offline-to-online traffic generation
Results:
- Stronger youth connection
- Increased organic traffic
- Enhanced brand recall
Family-Centric Campaigns
Campaigns like the Mother’s Day Food Challenge helped build emotional engagement with audiences.
Outcomes:
- Stronger family-oriented brand positioning
- Increased participation and user engagement
- Better recall during seasonal occasions
Techie Digital continuously optimized performance campaigns through:
- Customer retention strategies
- Seasonal promotional offers
- Optimized Meta advertising campaigns
- Consistent creative communication
Results:
- Increased website traffic
- Improved repeat customer behavior
- Better return on advertising spend
Strategic food influencer partnerships were introduced to scale visibility and credibility.
Results:
- Expanded digital reach
- Increased trust and social proof
- Attracted new customer segments
Key Metrics Achieved
- Crossed PKR 1 Million+ Revenue Milestone
- Achieved strong ROAS growth through optimized campaigns
- Significant increase in website visitors and engagement
- Consistent growth in orders and customer retention
- Improved net sales performance by 67%
- Achieved 375+ orders within key campaign periods
- Generated 656+ product sales during growth phases
Based on the February 2026 performance period:
- Total Sales: PKR 1,001,174
- Orders: 375
- Products Sold: 656
(Performance comparison showed substantial year-on-year improvement.)
Techie Digital’s strategy centered around:
- Positioning Frutamins as a top-of-mind condensed milk brand
- Competing strongly against established competitors like Komel
- Running value-driven monthly promotions
- Influencing purchasing behavior through creative storytelling and performance marketing
- Building long-term customer loyalty for Sohni Traders
The Sohni Traders case study demonstrates how the right blend of branding, performance marketing, website optimization, gamification, influencer collaborations, and customer-centric campaigns can transform a struggling digital presence into a scalable revenue-driving business.
What started as a brand with declining online performance evolved into a growing digital commerce success story — proving that strategic execution and consistent innovation drive measurable growth.
Social Proof
Introduction
Challenges faced
Brand development and crafting the identity
Packaging Innovation: The brand’s packaging, a matte black sliding box with silk interior housing a minimalist bottle design, epitomized elegance and sophistication, aligning with the brand’s premium identity.
Key learnings
Fragrance Selection: Meticulously curated fragrances—inspired by iconic scents like Hermes and Gucci Flora—alongside a custom-created unisex scent, reflected the brand’s dedication to uniqueness and excellence. Each fragrance had its unique identity and color scheme, enhancing the brand’s distinctiveness.
Market entry and launch
Customer Response: The brand’s commitment to quality and exclusivity resonated with consumers, fostering a positive initial response within the market.
